The Brief

Pronto Couriers wanted a disruptive direct mail idea which would create an impact in the already crowded local courier business. The Direct Mailer was targeted to new customers.

Creative Execution

The idea of using damaged goods in a courier to promote Pronto courier's safe courier delivery vis-a-vis the bigger courier companies was an unique example of a guerrilla idea. In effect the process itself became the idea.

Describe the creative solution to the brief/objective.

A direct mailer was targeted at Administration Managers of various organizations who usually decide on the choice of their courier services. By design, a broken vase was delivered to them through other leading courier services. When they opened the package, along with the broken vase they found a message that read.- “Next time use Pronto Couriers.”

Results

The results truly paid off in the end. Administrative managers from various companies started using Pronto Couriers to deliver various packages to their business associates. And being a cost effective, simple idea, the overall returns were fairly high. This innovative idea increased inquires by 49% and sales by 30%.